A Research On We Chat Content Marketing Text From The Perspective Of Relevance Adaptation Theory

With the rapid expansion of WeChat users,WeChat marketing has become a new industry.WeChat marketing is the innovation of marketing mode in the era of Internet economy and WeChat content marketing is the common result of the development of Internet and new media.Content marketing offers WeChat marketing a strategy.Relevant Adaptation Theory holds that the process of language use is the selection process under different context conditions and the adaptation process sought by language-used communicators.Based on Relevance Adaptation Theory,the research designed questionnaire and collected 790 valid samples from We Chat users.In addition,the research analyzes seventeen WeChat Official Accounts.These accounts are selected from Top 500 WeChat in China in 2017 and their page-views reached 10W+ and WCI is over 850.The research mainly explores audiences' attitude towards WeChat marketing,the characteristics of WeChat content marketing text creation and the reasons why content marketing text successfully attracts and persuades audiences.This research mainly raises the following three questions: 1.What are attitudes of audiences in WeChat content marketing? 2.What are linguistic features of content marketing text creation in WeChat Content Marketing? 3.Why can these linguistic features attract audience and maximize marketing effect so as to persuade them to buy product?The results of the research show that: 1.The majority of WeChat users are young showed by the survey data,and the female proportion is higher than the male.The users lay emphasis on contents which can meet their individual needs.The user-centered thought enables to raise their status rapidly and to express ideas through personal experience and media literacy.2.The characteristics of text creation in WeChat content marketing are: more words and emotive signs,storytelling content,keywords set in the title and so on.In discourse form,content has the feature of soft-text and life-rization.Messages,thumb up,reward and other forms are used to interact with audiences.The number of reprint contents is larger than original contents.3.Content marketing based on Relevance Adaptation Model creates quality content to provide valuable,entertaining and persuasive content to the target audiences.Therefore,it can maintain audiences' relationship,attract new audiences and achieve the effect of content marketing.This research helps people have a better understanding on audiences' attitudes towards marketing content and the acceptability to marketing text in the process of content marketing.The text of WeChat content marketing can be understood better from the perspective of linguistic Relevance Adaptation Theory.It can provide some reference for the persuasion and influence of the marketing text.